Kraft to Change Youth Ad Emphasis

CHICAGO Kraft Foods today said it would change the mix of products advertised to kids on television, print and radio, emphasizing healthier foods under a new “Sensible Solution” label.

Under the new plan, several Kraft products, including Kool-Aid, Oreo and Chips Ahoy cookies, and several cereals will no longer be advertised in media targeted toward children age 6-11. Kraft does not advertise in media with a principal audience under 6, according to the company.

“We’re working on ways to encourage both adults and children to eat wisely by selecting more nutritionally balanced diets,” said Lance Friedman, senior vice president of global health and wellness for the Northbrook, Ill., company, in a statement. “We believe that these initiatives are a step in the right direction.”

The initiative will begin rolling out this year, and is expected to be in place fully by 2006, as current media commitments expire.

Launching in April, the program will highlight products that carry nutritional benefits, as defined by the proposed 2005 U.S. Dietary Guidelines, the U.S. Food and Drug Administration and the National Academy of Sciences.

Some of the products that will carry the new label are Post Shredded Wheat cereal, Minute Rice brown rice, Triscuit crackers and Crystal Light beverages

Kraft spends about $800 million annually on U.S. advertising, according to Nielsen Monitor-Plus. The company’s agencies include WPP Group’s J. Walter Thompson and Young & Rubicam and Interpublic Group’s Foote Cone & Belding.